Top 25 Social Media Books from an Academic Perspective: #23 Mobile Influence

Continuing our countdown on the top 25 books that could qualify for classroom reading, number 23 is Mobile Influence by Chuck Martin.

Mobile Influence ranks as top social media book

Chuck Martin as author of top social media book

Few books provide such a comprehensive view of examples illustrating the power of mobile marketing. And by examining the mobile shopping life cycle across six stages, readers get a tactical perspective of mobile marketing in easily digestible doses.

The book, in my opinion, qualifies academically as a supplementary reading for an MBA level program. Its appeal is limited to mobile marketing topics in social media for which it has the following advantages:

  1. The author clearly has an exceptional and very current grasp of mobile marketing concepts.
  2. Numerous examples of mobile influence are provided from brands that detail their own programs and success stories often in a personal way.
  3. Examples cover a broad spectrum or retail, service, B2B and high ticket item industries. 
  4. The Mobile Shopping Life Cycle approach provides a structural format for education consistent with consumer behavior decision making models.
  5. The balance of brand testimonies, global perspectives and technology feasibility assessments bolsters the credibility of the book’s insights into future mobile marketing possibilities.  
  6. The organization of the book around the six stages of mobile influence provides a certain degree of intrigue and even engagement as readers feel a sense of accomplishment completing each stage. 

What keeps the book, however, from qualifying as a primary text for MBA social media courses is the following.

  1. As much as the statistics on mobile usage and segmentation adds to data credibility, its overuse often distracts the reader’s train of thought. 
  2. Without any diagrams or visual displays of the discussed mobile concepts, I found many concepts open to interpretation or difficult to visualize.
  3. Although the buyer journey orientation adds to readability and understanding, a lack of exercises, templates. process mapping and planning tactics makes it difficult to construct assignments or group exercises around the discussed topics. In essence, the book lacks a problem-to-solution orientation the lends itself to mobile planning development.

Overall Evaluation of Social Media Book

Category: Recommended supplementary reading for social media marketing course at MBA-level.

Social media book evaluation

Evaluation of Mobile Influence as top social media book

So what is your take on this book being qualified for higher education? Please share your own criteria or what disagreements you have with this book’s academic influence.

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